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Smiley’s New 9 Track EP “I Did What I Did” – What do the early streaming numbers tell us?

On Wednesday July 19th, 2023, the OVO-signed Toronto artist Smiley released his much-anticipated 9-track EP “I Did What I Did.” A surprise to many, this collection featured no other artists – a bold and assertive move, allowing Smiley to fully imprint his unique voice and style on each and every track.

Included in the line-up were the previously released singles “Nicky Nine Door” and “Eternals”, which were released on April 5th and May 3rd respectively. Both tracks had gained impressive traction by the time of the EP’s release, with “Nicky Nine Door” boasting 1,165,724 streams and “Eternals” marginally outpacing it with 1,215,571 streams.

Just three days before the EP’s release, Smiley presented fans with the music video for “Long Nights”, the final track of the project. Despite the buzz it created and the momentum leading up to the EP release, the video surprisingly gathered only 16K views in its first five days.

This sparks an interesting conversation, especially in light of recent ridicule directed at top-tier artist Pressa from independent local Toronto rappers. Pressa was chided for merely accumulating 10K views on his video within 24 hours.

Such occurrences call into question the accuracy and legitimacy of the astronomical first-day video view numbers often boasted by Toronto artists. Could it be that Smiley and Pressa’s figures, modest though they may seem in comparison, are the true norm for authentic views? As we delve deeper into this digital age of music, it becomes increasingly essential to discern the reality beneath the hype.

“I Did What I Did” is a satisfying fulfillment for Smiley fans. His sound doesn’t veer too far from his distinctive aesthetic – the EP is a cocktail of bold self-aggrandizement, provocative subject matter, clever humor, and of course, Smiley’s inimitable flow.

However, in terms of first three-day streaming numbers, the EP didn’t quite hit the high notes that one might anticipate from an artist with the backing of OVO and Drake. Although “Nicky Nine Door” and “Eternals” have continued their steady performance, the other tracks have had a relatively subdued reception.

In the first three days post-release, the EP’s track-by-track streaming numbers were as follows:

Perhaps most surprising is that, despite having a monthly listener base of 1.5 million, a mere estimated 5,010 people streamed the full project in its first three days of release. This comes as a shock given the phenomenal success of Smiley’s 2021 Drake-featured single “Over the Top,” which has amassed a staggering 146,751,279 streams.

While the early numbers may seem somewhat lackluster for an artist under the wing of an industry giant like Drake, it’s important to remember that this is just the beginning for “I Did What I Did.” There’s no doubt these numbers will swell in the coming weeks as Smiley and his team continue their promotional push.

In fact, Drake recently spotlighted Smiley during a viral interview with Bobbi Althoff of “The Really Good Podcast,” where he hilariously impersonated Smiley and tried to play matchmaker for Althoff and Smiley.

In an interesting visual representation of global vs local reach, we present the listener counts of six Toronto artists: Smiley, Pressa, Killy, 6ixBuzz, Houdini, and Top5. The accompanying images illustrate a fascinating dynamic between their global appeal and the support they receive from their hometown.

Smiley leads the pack with a hefty 1,508,354 global listeners. However, in the context of Toronto, he garners the support of 67,707 listeners, placing him on par with Killy who commands an audience of 67,969 from Toronto.

Meanwhile, Pressa, despite having fewer global listeners at 742,405, shows a robust local presence with 106,153 Toronto listeners. This is the highest number of Toronto listeners among the presented artists, underscoring a strong sense of loyalty from his hometown fans.

Contrastingly, 6ixBuzz and Houdini, with global listener counts of 440,216 and 239,796 respectively, have an impressive local following, each surpassing the 70,000 mark. This suggests a solid foundation of support within Toronto, which may play a significant role in their global success.

Top5 poses an intriguing contrast. With a solid global listener count of 334,187, his local audience in Toronto is surprisingly modest at 42,446 – the lowest hometown following among the highlighted artists. This presents a fascinating disparity when considering the considerable buzz he generates in local Toronto blogs. The disparity suggests that while his music is reaching a broad global audience, primarily due to celebrity endorsements and larger U.S. blog support, this popularity doesn’t directly translate to local streaming numbers. Despite his high-profile antics and widespread chatter, it appears that Toronto’s support for Top5 is more muted when it comes to actual streams. This interesting dynamic between local hype and global streaming success paints a nuanced picture of the modern music landscape.

What these figures underscore is the multifaceted nature of success in the music industry. While global reach is undeniably important, the role of a strong local following can never be underestimated, a testament to the old adage, “charity begins at home”. It’s clear that these Toronto artists have not only made their mark in the global arena but also do hold a respectable place in the hearts of their local fans. This striking local-global dynamic is a reminder of the unique pathways each artist charts in their journey to fame and success.

As we close this exploration into Toronto’s vibrant hip hop scene, it’s worth noting that the journey to success often begins with soft footsteps before it evolves into a resounding march. Take, for example, the initial response to Smiley’s “I Did What I Did”. Though it began as a quiet ripple rather than a roaring wave, it’s important to remember that it’s still in its infancy. This project, replete with the idiosyncrasies that have enamored us to Smiley’s unique style, is poised for a potential crescendo. In this arena, patience isn’t just a virtue; it’s a necessity. So let’s allow this body of work the space to resonate, grow, and ultimately, leave its mark. After all, each artist’s path to success is as distinct as their music. And who knows? This EP could very well be the next big stride in Smiley’s journey.

Smiley’s RapCap streams status for “I Did What I Did” is “Authentic,” which means that the streams are from real people and not bots.

As of July 23, 2023 Smiley’s Spotify Monthly Listeners are now 1,508,354 and his Toronto Monthly Listeners are now 67,707.

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